A marketing plan for Rice: Taft

• Main Authors: Carreon, Marlowe, Guzman, Joseph
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18125
• Institution: De La Salle University

Rice: Taft Ave is a flavored rice based restaurant that is located at Sherwood place. The primary product of Rice: Taft Ave is rice meals which includes a flavored rice variant and a preferred viand. Their primary target market is the students that study around the area. In the midst of this uniqueness, the restaurant is experiencing down time hours during which sales is low. According to the study, the reason for this is low brand awareness. This marketing plan aims to be able to increase the awareness and sales of Rice: Taft Ave. The following objectives were set for the first year in order to achieve these goals. (1.) To increase the customers among the target market of DLSU students. (2.) To increase the sales of Rice: Taft Ave during the down time from 2pm-7pm. (3.)To increase the percentage of the people who know Rice: Taft Ave. In order to achieve these objectives a marketing campaign themed Whats your flavor will be launched. Whats your flavors geared to illustrate that in Rice: Taft Ave one may personalize their meals to their preference. A series of advertising plan, consumer trade promotions and public relations will be launched in order to increase awareness and purchase among the customers during the down time. Afternoon delight will also be developed according to the customers needs and wants. The additional investment would amount to 352,950 which would yield to a 73% increase in sales from P4,898,591.03 to P7,338,240.00and a net profit increase of 69% in net profits from P1,708,115.06 to P2,816,006.12. Specific evaluation tools have also been recognized to determine the effectiveness of the marketing plan.